The latest set of visitor figures from the Australian Bureau of Statistics shows that, despite the global financial crisis, 564,000 Brits arrived in Australia in the eleven months to November 2009*. This represents just a 1% decline on the same period the previous year. For the month of November alone 64,200 visitors from the UK arrived in Australia, representing a 5% increase on November 2008.
The increased air capacity on the UK-Australia route has given British holidaymakers more choice than ever before, and seat capacity looks set to go up during 2010 with airlines increasing their use of A380 aircrafts**.
Rodney Harrex, Tourism Australia’s General Manager Europe, comments:
“Throughout the economic down turn we continued to market actively to the British public via consumer marketing and trade campaigns, as we felt sure that there was still an appetite from Brits to holiday in Australia. We promoted the Working Holiday Visa*** to those aged 18-30 via www.facebook.com/australianworkingholiday, we told the story of our luxury credentials to take advantage of the resilience of the high yield segment, and we partnered with airlines and tour operators to deliver a price and accessibility message to convert intention in to bookings. Promoting flying from your local airport and two week holidays in Australia helped us attract first time visitors.
Our campaigns invited Brits to come and enjoy uniquely Aussie experiences, delivering messaging about our weird and wonderful wildlife, our welcoming personality and the rejuvenating power of a holiday in Australia. The contrast between the laidback coastal lifestyle in Oz and the climate – from an economic and a weather perspective here in the UK – certainly resonated in this market.”